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The Rise of Local in Hospitality

Hotels are attracting the next generation traveler by engaging with their local communities to provide more authentic and immersive travel experiences.

Hotels are attracting the next generation traveler by engaging with their local communities to provide more authentic and immersive travel experiences.

by Greg Oates + Skift Team

Executive Summary

21c Hotel Museum Hotel, Bentonville, Ark. Courtesy 21c Hotels

21c Hotel Museum Hotel, Bentonville, Ark. Courtesy 21c Hotels

The role of hotels has evolved over the last decade during the boom of interest in experiential travel. In response, many independent and branded properties promote themselves as a “travel experience,” versus merely a place to sleep, to a growing range of travelers defining who they are by where they stay.

The ROI for creating local, destination-specific travel experiences revolves around remaining relevant in order to attract the loyalty of the next generation traveler.

Moving forward, hotels are differentiating themselves in an increasingly competitive and complex market by promoting a more local travel experience. Or, what more and more travelers of all ages refer to as an “authentic” travel experience. This report will show the variety of ways that hotels are connecting with their communities to bring together guests and residents in the pursuit of localism.

While objective ROI is difficult to establish in terms of increased bookings and ADR, all of the hotel professionals quoted in this report state clearly that demand is continuing to grow across all market segments. In their words, the ROI for creating local, destination-specific travel experiences revolves around remaining relevant in order to attract the loyalty of the next generation traveler.

To read more please , purchase this report, or subscribe.

Table of Contents

Executive Summary

21c Hotel Museum Hotel, Bentonville, Ark. Courtesy 21c Hotels

21c Hotel Museum Hotel, Bentonville, Ark. Courtesy 21c Hotels

The role of hotels has evolved over the last decade during the boom of interest in experiential travel. In response, many independent and branded properties promote themselves as a “travel experience,” versus merely a place to sleep, to a growing range of travelers defining who they are by where they stay.

The ROI for creating local, destination-specific travel experiences revolves around remaining relevant in order to attract the loyalty of the next generation traveler.

Moving forward, hotels are differentiating themselves in an increasingly competitive and complex market by promoting a more local travel experience. Or, what more and more travelers of all ages refer to as an “authentic” travel experience. This report will show the variety of ways that hotels are connecting with their communities to bring together guests and residents in the pursuit of localism.

While objective ROI is difficult to establish in terms of increased bookings and ADR, all of the hotel professionals quoted in this report state clearly that demand is continuing to grow across all market segments. In their words, the ROI for creating local, destination-specific travel experiences revolves around remaining relevant in order to attract the loyalty of the next generation traveler.

To read more please , purchase this report, or subscribe.